New Delhi: Quick commerce platform Blinkit has removed its widely used 10-minute delivery promise from its platforms, following intervention from the Union Ministry of Labour, according to media reports.
Instead of highlighting speed, the company has shifted its messaging to focus on the breadth of products available for delivery. Even so, the app continues to show estimated delivery times of as low as eight minutes in select locations, depending on demand and proximity.
What prompted the change
The move followed a meeting between Mansukh Mandaviya, Union Labour Minister, and senior executives from leading food delivery and quick commerce platforms.
Participants reportedly included representatives from Zomato, Swiggy, and Zepto.
During the discussions, the ministry raised concerns about fixed delivery-time commitments. According to officials, such promises can create pressure on delivery partners and raise safety risks, especially during peak hours.
As a result, platforms were advised to avoid rigid time guarantees in public branding.
Worker concerns added momentum
At the same time, the issue gained urgency after a nationwide protest by gig workers on New Year’s Eve.
Delivery partners flagged concerns around income stability, long working hours, and the stress linked to aggressive delivery targets. Many argued that ultra-fast timelines increase the risk of accidents on the road.
Against that backdrop, regulators began taking a closer look at how speed-focused branding affects working conditions.
A wider review across the sector
According to The Economic Times, government sources indicated that other players may also revisit how they market delivery speed.
Platforms such as Swiggy Instamart, Zepto, BigBasket, and Flipkart Minutes could review their delivery-time messaging in the coming weeks. So far, however, none of these companies has made formal announcements.
For now, Blinkit remains the first major platform to visibly adjust its public claims.
What does this signal for quick commerce
Blinkit’s decision may point to a broader shift in the quick commerce model.
For years, speed has been the industry’s strongest selling point. Now, that focus appears to be softening. Companies may increasingly emphasise worker safety, operational balance, and sustainability, rather than fixed delivery promises.
While fast delivery will likely remain part of the experience, the way it is marketed and enforced may look very different going forward.
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